[youtube=http://www.youtube.com/watch?v=-nAuJj7twMI&feature=player_embedded] Great MoveOn.org ad calling for Target boycott.
What do I like about it? It's everything that last ad I looked isn't:
It doesn't take the time to explain, "Target donated... Blah, blah, blah."
It aims straight to your emotions.
It certainly looks different (and sounds different, that jingle is very catchy).
It also starts with a mystery, what is this, what am I watch? It brings the viewer into the experience, then rewards them with a catchy jingle. Think of how different this could have gone. What if they used a standard script after that step up? Relied on information delivery instead of emotions?